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WHY WE ADDED ELECTRICAL LINES
Radio reports on its romance with other electrical merchandise
Electric clocks represent attractive style merchandise for the radio dealer.
• WHTEVEE did such a mob of radio dealers decide to sell other home appliances along with radio?
Answers don't have any special wallop unless dated November, 1936. and from the dealers themselves. Radio Today has those answers as a result of a national inquiry. They're a series of obligingly honest replies postmarked all the way from the Pacific to Pennsylvania, from Ohio to Texas.
Almost all dealers reporting agreed that extra appliances have a "beautiful" effect on radio sales. Store traffic is improved, more OK radio prospects turned up.
Dealer's words indicate, all together, that the public no less than the shop-keeper, likes the effect of radio and other electrical items being
sold together. "Public demand" was a favorite answer as to why an assortment of appliances was sold.
One leads to other
Dealers who are active in outside selling report that radio work in the home naturally leads to an interest in other electrical aspects of the house. Other appliances are "just a part of the picture." Seems that when a radio man hooks a receiver to the power line, he is easily identified with every other gadget that may be hooked to it.
Part of this is due to the fact that the buying public has long since known that radio manufacturers also make other appliances. They appear together in newspapers, magazines and on the air. Their servicing problems are linked because the public thinks of "electricians" in both cases.
Utility companies have obviously been a big factor in matching merchandise. Interested in anything that builds "load," these interests have nationally plugged all appliances together. Dealers as well as prospects hear about all other home appliances in the same breath with radio.
Extra volume
Many radio men said that they wanted "extra profit with almost no additional overhead." The extra items can be added by simple re-arrangement of space and personnel.
One representative remark was that
"Packaged communication." Plug this
Carrier-Call into the nearest outlet, and
talk to any other nearby outlet, over
the electric-light wires!
other appliances were needed "to fill in dead time." Also, the word "balance" was used very often. Although radio has certainly emerged as yearround merchandise, the fact is that it moves slower at certain known times of the year. Dealers pick up these dull spots as excellent periods in which to promote other appliances. For this purpose, refrigerators seemed particularly suitable. Asked about the peak month in refrigerator sales, most dealers voted for June. Other ranking months were May, April and July.
Display advantages
Dealers were all for having "balance" also in the matter of display. Assorted appliances were hailed as
VAST ELECTRIC APPLIANCE OPPORTUNITY AMONG PRESENT RADIO USERS, BY DEVICES
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Radio Today